Attorney/Client lead and referral services claim that they take away the labor, analysis, confusion, and qualification of pay per click campaigns. A law firm pays the service and the service provides the law firm with leads it acquires through pay per click campaigns or organic capture.
In investigating a few of these services, including AttorneySync, LegalMatch, and LegalConnection, I found some good and not some good features.
All three did a good job of showing up on pay per click campaigns.
Legal Match and Legal Connection have a very detailed and long intake form which is good and bad. It is good that any referral or lead that gets to you has a lot of information and is more qualified than a typical web inquiry. It is bad that many potential clients will not have the patience to fill out the form.
The AttorneySync form was more intuitive and less lengthy than LegalMatch and LegalConnection. As you can imagine this is good and bad as I described before.
Once the form is filled, LegalMatch informs the user that an appropriate attorney will be in contact. AttorneySync actually shows the attorney that has meets the practice and location criteria. Legal Connection shows up to 3 possible attorneys that meet the criteria. Which one of these is better? I think all three have their merits.
Ok, so do I like the idea of this lead/referral service? I'll give my generic answer of "it depends". The upside is that these services take the grunt work out of SEO and Pay Per Click. These services have the ability to ratchet up their ad campaign to get your firm a certain amount of leads. These firms do all the research and heavy lifting for the right keywords. The downside is the uncertainty of the quality of the leads. No matter how long an intake form is, the lead may not be what the you are looking for. I especially hear this with Real Estate lawyers who complain they receive far too many Landlord/Tenant leads. DUI/DWI inquiries tend to be a lot more cut and dry. Either the potential lead was arrested for DUI or not.
So should you try one of these services? I would say giving one a shot would not be a bad idea as a compliment to your Law Firm website and Blawg (lawyer blog). You also need the time and the ability to respond quickly to one of these potential leads as these potential clients are in the market and want immediate feedback. I would also be wary to accept any promises of great leads and would be hesitant to commit to a long term contract.
Also, consult your state bar association on the ethics of these services. Some state rules are strict about referral services.